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Summary

Marketing management is one of the most challenging and complex areas companies are faced with. The role of marketing is strongly connected with the type of market. Today’s markets can be described as buyer markets, i.e. the supply is higher than the demand for products. Companies therefore have to differentiate and provide offerings that are most desired in the market place. Marketing strategies systematically integrate the customers‘ needs, the company specific resource based view as well as factors that influence competition. Considering those three factors a wide array of choices is offered. Despite its reputation as a “soft” field, marketing combines theories from many disciplines such as economics, mathematics, psychology, sociology, creative arts, and many more. Marketing lectures demand qualitative as well as quantitative skills. The course is split into two parts. The first part is labeled “Strategic Marketing”. It includes an introduction into the discipline of marketing, with an emphasis on an institutional decision-making perspective, and then focuses strategic components of the marketing process. The second part is on marketing mix instruments. After completing this part students will be able to describe and understand basic elements of the marketing and to evaluate ethical issues in marketing.

Learning outcomes

Academic: The written final examination (90 minutes) will cover all topics discussed in class. In the written final examination, the student should demonstrate the ability to develop a coherent argument within a limited period of time, to integrate and apply several concepts. Soft skills: Extending Knowledge: Students have an overview of relevant problem areas in marketing Instrumental competence: the knowledge imparted to the students can be applied in the development of marketing strategies and they can develop situation-specific solutions Communication skills: Students learn to exchange information on problems and to develop solutions in teams
Number of credit hours per week 4
Course eligibility Compulsory
Presence of students On-campus
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